LinkedIn Ads can be quite costly, and as marketers, we’re always looking to get the most out of our investments. That’s why we never underestimate the power of popular ad formats like Single Image Ads, Video Ads, and Carousel Ads. These well-known methods deliver great results, but there’s something else you should know about.
Among these familiar ad formats on LinkedIn, there’s a hidden gem that doesn’t get the attention it deserves. Have you ever heard of LinkedIn Spotlight Ads? They’re incredibly effective, yet they remain underused and rarely discussed in the world of online advertising.
I’m here to shine a light on LinkedIn Spotlight Ads. In this blog, we’ll explore together what they are, how they work, and most importantly, why you should consider including them in your LinkedIn Advertising strategy. Because trust me, they have the potential to take your campaigns to new heights.
What Are LinkedIn Spotlight Ads?
Well, LinkedIn Spotlight Ads are like a tailor-made suit for your advertising needs. They’re a special ad format provided by LinkedIn, designed to let you create highly customized ads that fit your specific marketing goals. What makes these ads stand out? Their ability to offer personalized and engaging experiences for the people viewing them.
Here’s a little detail you might find interesting: Spotlight Ads only show up on desktop devices, and they pop up on the right-hand side of the feed. When setting one up, you’ll need an ad description of up to 70 characters, an ad headline that’s no longer than 50 characters, a company logo that’s at least 100×100 pixels in either JPG or PNG format, and a CTA button text with a max of 18 characters. If you want to add some extra flair, you can include a custom background image that’s either 300×250 pixels or 2 MB.
One golden rule to keep in mind: always make sure your ad content is relevant to the people you’re trying to reach.
Now that we’ve covered what LinkedIn Spotlight Ads are, let’s dive into the reasons why you should seriously think about incorporating them into your LinkedIn Advertising game plan.
1. The Power of Customization
You know what really makes LinkedIn Spotlight Ads shine? It’s the power of customization. And I have to tell you, this feature really gets me excited, and I bet it’ll do the same for you as you start building your advertising campaigns.
With Spotlight Ads, you’re not just throwing a message out there and hoping it sticks. No, you get to craft tailored experiences that hit the mark with your audience. You can get as specific as targeting people based on their job title, seniority, company size, industry, and even location.
Imagine being able to create personalized ad copies, captivating images, compelling headlines, and enticing CTAs, all designed to speak directly to the unique needs and wants of the people you’re trying to reach. It’s like having a one-on-one conversation with each viewer through your ad.
And that’s what makes LinkedIn Spotlight Ads a tool you should seriously consider. It’s not just about showing an ad; it’s about connecting with your audience on a personal level.
2.Tailoring Your Content for Every Stage
Let’s talk about tailoring your content, something that’s essential for hitting the mark at every stage of the game. LinkedIn Spotlight Ads have got you covered here, as they let you tap into different content formats, perfectly aligning with each phase of the marketing funnel.
Picture this: You want people to download an ebook or sign up for a webinar. With LinkedIn Spotlight Ads, you can whip up a customized CTA that feels just right. It’ll smoothly guide your audience to a special landing page where they can take the next step without a second thought.
But it’s not just about that one action. It’s about aligning your content with what your audience wants and needs at every stage. This way, you’re not just reaching out; you’re engaging them, driving them to take real action. And believe me, that’s a surefire way to make your campaigns pack a punch and nudge your audience closer to saying ‘yes.’
That’s the beauty of LinkedIn Spotlight Ads. They’re not just ads; they’re an engaging conversation with your audience that guides them along their journey.
3.Achieving High Impressions with Lower Spend
Want to make a big splash without spending a fortune? LinkedIn Spotlight Ads might just be the answer you’ve been looking for.
These ads have this uncanny ability to quickly grab the attention of your target audience. Why? It’s all thanks to their clever positioning within the LinkedIn feed, coupled with their ability to be fully customized to suit your needs.
And here’s the kicker: Spotlight Ads often rake in a ton of impressions, even when you’re not pouring a heap of money into them. That means you can get your message in front of a lot of eyes and make a real impression without having to empty your wallet.
But hold on, let’s not get lost in the numbers. While it’s great to see those impressions go up, don’t forget to keep an eye on the other vital signs like clicks, engagement, CPC, and conversions. Because at the end of the day, understanding the full picture of your ad performance is what really counts.
It’s like having a powerful sports car at an economy price. With LinkedIn Spotlight Ads, you can get where you want to go, and you don’t have to spend a fortune to do it.
4. Increasing Brand Awareness through Frequency
You know how they say, “Repetition is the mother of learning”? Well, LinkedIn Spotlight Ads take that saying to heart, especially when it comes to getting your brand out there.
These ads love to show up, and they do it often. Think of it like having a friendly neighbor who always waves hello. Throughout the day, LinkedIn Spotlight Ads keep popping up, giving your target audience little reminders of who you are and what you’re all about. And that increased exposure? It’s a key player in building brand awareness and getting people familiar with what you offer.
As folks see your ads again and again, something magical happens. They start to feel like they know you. They trust you. And that makes them more likely to take the actions you’re hoping for, like clicking on that link or signing up for that newsletter.
And the end result? More conversions, a feeling of success, and a big pat on the back for you as a marketer. It’s like building a friendship, one impression at a time. With LinkedIn Spotlight Ads, your brand isn’t just seen; it’s remembered.
Drawbacks of LinkedIn Spotlight Ads
Let’s talk about the flip side of the coin: the drawbacks of LinkedIn Spotlight Ads. Now, don’t get me wrong; these ads have a lot going for them. But like everything in life, they have their challenges, too. But hey, knowing the hurdles helps you jump over them, right? Let’s dive into a couple of these drawbacks before we circle back to the bright side.
1. High Cost-Per-Click (CPC)
You might have heard that the cost per click (CPC) or cost per thousand impressions (CPM) on LinkedIn can get a little steep. It’s all about competition, and with Spotlight Ads, that fight for ad placement can make CPC go up. Plus, those nifty targeting options, like zeroing in on job titles or company sizes, might add a bit to the cost, too.
2. Low Click-Through Rate (CTR)
Here’s a curveball. While Spotlight Ads are champs at grabbing impressions, they don’t always hit home runs with click-through rates (CTR). A little surprising, right?
But here’s the silver lining: As the captain of your advertising ship, you’ve got the wheel. By crafting headlines, descriptions, and CTAs that speak to your audience’s hearts, you can steer the ship in the right direction. It’s all about resonating with what your audience wants and needs. If you nail that, you can still make a big splash without sinking your budget.
Sure, LinkedIn Spotlight Ads have their bumps in the road. But knowing what they are and having a game plan to tackle them means you’re still in a fantastic position to make these ads work for you. Challenges? Bring ’em on! With a little creativity and understanding, you’ll be turning those Spotlight Ads into shining stars of your advertising campaigns.
Benefits of Spotlight Ads
Let’s talk about the benefits of Spotlight Ads. They’re like the versatile utility player on a team, ready to step in and make big plays in different situations.
1. Spotlight Ads for Cold Campaigns
Starting from scratch with an audience that doesn’t know you yet? No problem. With LinkedIn Spotlight Ads, you can make friends quickly by making your brand a regular in their LinkedIn feed. The more they see you, the more they’ll start to recognize and remember you. It’s like waving hello to a new neighbor every morning – soon enough, you’re on a first-name basis.
Just keep an eye on how things are going, and don’t be afraid to make a few tweaks here and there to keep things fresh. Your brand could become the talk of the town in no time.
2. Harnessing Spotlight Ads for Retargeting Campaigns
Already have an audience that’s shown interest? Spotlight Ads can help you keep the conversation going. They’re great for those follow-up “Hey, remember me?” moments, keeping your brand front and center in people’s minds.
Imagine this: You’ve got 3,000 folks in your retargeting group and just $100 to spend. You can stretch that budget to make sure your logo says “hello” at least 30 times in a month. That’s a lot of friendly reminders.
And don’t forget that frequency magic we talked about earlier. With Spotlight Ads consistently popping up and waving hello, you’re not just driving conversions; you’re building a relationship. It’s like having a coffee catch-up with a friend, again and again.
LinkedIn Spotlight Ads are more than just a way to get noticed; they’re a path to making connections, generating leads, and engaging with your audience. Whether it’s cold campaigns or retargeting, they bring something special to the table.
If you’re looking to create a strong presence, make an impact, and hit your marketing goals, Spotlight Ads might just be the secret sauce you need. So why not give them a shot? They could be the star player you’ve been searching for.
Final Thoughts
So, here we are, at the end of our journey exploring LinkedIn Spotlight Ads. It’s been quite the ride, hasn’t it? Let’s take a moment to recap what we’ve learned.
- Frequency and Placement: These ads don’t just show up; they make a grand entrance, again and again. It’s like running into a friend repeatedly throughout the day. Pretty soon, you’re bound to strike up a conversation.
- Personalization: Tailor-made just for you – that’s the mantra of Spotlight Ads. You can craft messages that speak directly to your audience, like sending a personal greeting card instead of a mass-produced one.
- Challenges: Sure, there might be higher costs per click and a bit of a struggle with click-through rates. But hey, every hero’s journey has its dragons to slay, right? With the right focus and strategy, these obstacles are nothing but stepping stones on the path to success.
- Unlocking Success: These ads aren’t just about showing up; they’re about making an impact, creating connections, and driving results. It’s like having a superpower in your marketing toolkit, waiting to be unleashed.
So, what do you say? Ready to embrace LinkedIn Spotlight Ads and take your advertising to new heights? I’m right here, ready to guide you. Book a one-on-one call with me, and let’s start strategizing. Together, we’ll optimize your campaigns and turn your advertising dreams into reality.
LinkedIn Spotlight Ads could be the key to unlocking new opportunities for success. And hey, who knows what doors they might open for you? Let’s find out together.
